We’ve all been there — you’re bored, so you reach for your smartphone. Before you know it, you’ve gone down the social media rabbit hole and spent some time (maybe too much time) scrolling through your feeds.
The average user spends nearly 2.5 hours a day on social media, according to DataReportal. A 2023 MotionCue study reported that 86% of consumers spent over a quarter of their time on social media watching videos. Much of that time is spent watching short-form, vertical videos on Facebook and TikTok or through Instagram Reels and YouTube Shorts.
Vertical videos dominate the current digital landscape and have quickly become one of the main forms of online consumption. They are an innovative way to reach and connect with new audiences, but the creative planning process can feel intimidating if you’re new to it. Here are seven tips to ensure your content succeeds on social media.
- Know your audience: Before rushing out to buy a ring light or mini microphone, identify your audience and related topics viewers may be interested in. Are you creating videos for a travel company? You might discuss packing tips, share vacation itineraries or recommend hotels and homestays. Filming for a new coffee company? You may want to highlight menu items, show off the shop’s aesthetic space or share the story behind the new business. Audience should inform content — tailor your videos to what your followers want to see and watch your views skyrocket.
- Plan out your content: After you’ve brainstormed some video ideas and have identified a topic to focus on, outline what you want to say before filming. Avoid reading a script word-for-word or shooting your video all in one go; viewers don’t want to feel like they’re watching a robot. Break down your talking points into easily digestible clips that resonate with, entertain and engage your audience.
- Keep videos short: Attention spans have shrunk, especially on social media. Short and stimulating videos encourage users to keep watching. In general, aim for a length of around 60 seconds or less to maximize engagement. The first few seconds of your video content are the most important, so capture attention quickly with a good hook that draws viewers in.
- Optimize for mobile viewing: Smartphone users usually hold their devices vertically, so consider formatting your content with mobile in mind. Film your short-form videos in a 9:16 aspect ratio that provides a full-screen viewing experience. Social media platforms are also seeing a rise in muted video views — a report from Digiday revealed that 75% of people watch mobile videos on mute. Give viewers what they want: captions. Subtitled videos will increase engagement and encourage shareability.
- Stay current: In the world of vertical video, trends rise and fall. Popularity peaks quickly, so stay up-to-date and experiment with trending sounds and other in-app elements. Take advantage of different tools, like greenscreen effects or text overlays, to help your video stand out.
- Stay consistent: Creating and posting regularly is key to growing engagement and reaching a wider audience on social media. Results take time, so don’t be discouraged by fluctuating views or engagement. Although algorithms vary by platform, most prioritize vertical videos and reward users by promoting consistent content. Identify a realistic schedule for your brand or business and stick to it.
- Post native content across platforms: Be sure to upload your content directly to social media platforms; don’t just post a link to a video on your website. Not only will this help you achieve greater reach, but it’s also a good opportunity to repurpose your content. A popular TikTok video may also find an interested audience on Facebook and Instagram.
Short-form, vertical video creation is an important marketing skill that can help increase brand awareness and foster engagement with your audience. Following these seven tips can help build a stronger social media presence for your brand or business.
